This may sound insulting to some of my cult studies friends, but there's a lot of cult studies people who ignore, shall we say, the wider canvas - because they simply don't know about its existence or they don't know how it operates.

If you've done a bit of journalism, everyone assumes you must be moving into PR. We're absolutely not becoming a PR agency and we're not turning into Brunswick. We will remain SRU, but we will be owned by the Brunswick Group. It's quite different.

In London - and forget those extra public pressures on politicians - the lovely old Sloane world of manor houses simply hasn't cut it since Big Bang in 1986, the point at which Mrs. Thatcher really started to achieve her ambition to make this country more like America - its ambition, economy, it's very tangible measures of success.

By the late Nineties, we had become a more visual nation. Big-money taste moved to global standards - new architecture, design and show-off contemporary art. The Sloane domestic aesthetic - symmetry, class symbolism and brown furniture - became as unfashionable as it had been hot in the early Eighties.

The White Company offers its loyalists an altogether better, whiter world. The White people have edited out any colours that aren't white, off-white, milk chocolate, grey, taupe or black. They can't be doing with Johnnie Boden's cheery Sloane jokes, his spots and stripes, his occasional 'if it's me, it's U' loud colours.

People are fretful about lifestyle retailing because the idea that anyone's immortal soul and deepest longings can be quite so readily anticipated and consolidated with several hundred thousand other like-minded types is worrying.

Sloanes aren't cafe society or NYLON hedge-funders with million-pound bonuses, or London Eurotrash wearing upgraded style anglais. Ann Barr's and my original picture of them in 'The Official Sloane Ranger Handbook,' published in 1982, was of an upper-middle-class world, conservative and fairly homogeneous, united by old attitudes and institutions.